The Romanian crisis modified the consumer behaviour ofRomanians, who migrated from traditional restaurants to fast foodrestaurants, and then to shawarma places.
"Theories say customers migrate from expensive restaurants to cheapones or from luxury to fast-food. We have customers who have turnedto quick service from traditional restaurants. Their number is,however, not high enough to compensate for customers who no longerhave a budget for quick service restaurants," says Monica Eftimie,marketing manager of Atlantic Restaurant System, the company thatowns Burger King restaurants in Romania.
Customers who migrated towards Burger King are people withabove-average income, who did not give up their eating habits, butwho sometimes choose to go to Burger King for lunch. There are alsocustomers who turned from quick-service restaurants to shawarmashops.
"We are in indirect competition with shawarma shops. They used tosteal customers in the past, as well, but back then it did notshow. But the crisis 'helped'. Those who turn to shawarma places doit because they think they spend less there."
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